Woolworths launches Farmers’ Own milk in Victoria
Supermarket giant Woolworths has announced that it has introduced its Farmers’ Own milk, sourced directly from dairy farms in the Otways region, across its 240 stores in Victoria.
Farmers’ Own is fresh Victorian milk from local farms made available to Woolworths customers in Victoria.
Woolworths buys Farmers’ Own milk directly from farmers rather than through a processor. Victoria is the third state to roll out the highly successful Farmers’ Own brand, following a trial with dairy farmers from the Manning Valley on the north coast of New South Wales led to it being sold across that State. Australian Food News reported in October 2014 that Woolworths had expanded its Farmers’ Own milk brand to Western Australia, with the milk sourced from farms in the Margaret River region.
Woolworths said the milk is “permeate free” and is available in three varieties: full cream and low fat homogenised milk and full cream unhomogenised milk with the cream on top.
Woolworths General Manager of Fresh Food, Ziggy Kwarcinski, said the product has proven to be great for farmers, great for Woolworths, but also for customers.
“We are extremely pleased how customers in New South Wales and Western Australia have embraced Farmers’ Own,” Mr Kwarcinski said. “We know Victorians will love a fresh, local product grown right here in Victoria and available across the state,” he said.
“The choice of three varieties means customers can enjoy full cream, low fat or unhomogenised milk with the cream on top which will bring back great memories for many Victorians,” Mr Kwarcinski said.
Victorian dairy farmer, David Tanis, said working directly with Woolworths meant that they were “that much closer to our customers and that’s a great opportunity for us”.
“To bring the milk from farm to such a big market across Victoria was something too good to pass up,” Mr Tanis said.
“As farmers we want to see a fair price for our milk,” Mr Tanis said. “Customers in Woolworths want to see farmers getting a fair go as well. Our direct relationship from farm to retailer gives us what we need, gives customers a chance to pay a better price back to farmers and best of all puts a great milk on the shelves,” he said.
Woolworths said the relationship “gives the farmers end-to-end transparency from shed to shelf, a longer term contract and a closer relationship with their customers”.
Both Woolworths and its rival Coles have in recent times implemented strategies designed to demonstrate their commitment to supporting Australian farmers and food manufacturers. Australian Food News reported in September 2013 that Woolworths was considering ‘local’ branding.